The advert made its debut on JohnLewis.com, social media channels and its shops across the UK early this morning and will make its first TV appearance on Channel 4 this evening.

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John Lewis has launched its 2017 Chrismtas advertising campaign, Moz the Monster.

The advert made its debut on JohnLewis.com, social media channels and its shops across the UK early this morning and will make its first TV appearance on Channel 4 this evening.

Set to a cover version of The Beatles’ song golden Slumbers recorded by the British band Elbow, the two minute advert tells the story of a little boy called Joe who is kept awake by a 7ft imaginary Monster called Moz living under his bed.

The two form a friendship and play together every evening, but staying awake through the nights leaves Joe exhausted the next day. For Christmas, Joe receives a night light that helps him get some peace and quiet from Moz who eventually vacates his home under Joe’s bed.

“This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships,” said Craig Inglis, John Lewis’ customer director.

“Moz and Joe’s story is magical and heartwarming and I am sure it will be loved by all of our customers, young and old.”

As for the fate of Moz, there is a happy ending. Joe realises that he can bring Moz back any time he imagines him.

As for the rest of the UK’s children, Moz plush toys are now available at John Lewis stores and online, retailing at £20.

Could Moz create as much demand for the John Lewis exclusive as Monty the Penguin did back in 2014? That remains to be seen.